On December 14, 2008 Salvatore Parise, Patricia J. Guinan and Bruce D. Weinberg  wrote an article that appeared in the MIT Sloan Management Review titled "The Secrets of Marketing in a Web 2.0 World" and the next day "The Secrets of Marketing in a Web 2.0 World" re-appeared in an article in The Wall Street Journal.

The article defines a Marketing Technopologist as “a person who brings together strengths in marketing, technology and social interaction”. However, I prefer the way Dave Knox described it:

A Marketing Technopologist will bring together the strengths of marketing, technology and social interaction.  They will be a person who combines the skills of marketer, technologist, and social anthropologist to study how digital advance are changing culture and media.  They don’t walk away from the traditional tools of marketing and Brand Management, but instead embrace breakthrough digital tools to create a new way of doing business.  A Digital Marketer will be as comfortable talking about new technology as they are reviewing creative with their agency.  This new breed of Brand Manager 2.0 will lead marketers away from tools based on mass reach and instead act as Digital Marketers to understand the convergence of media and technology in new, ever-evolving ways.  They will invest in brand experience and brand utility, using digital to create meaningful interactions with consumers.  Simply put, they will stop shouting at consumers. …

Brand Managers who embrace the mindset of a Marketing Technopologist have the opportunity to become the “digerati” of their profession.

Soon after the article appeared in the WSJ, the following were talking about Marketing Technopologist:

Finally, does anyone volunteer to create a Wikipedia article about a Marketing Technopologist?


6 thoughts on “History of Marketing Technopology

  1. I agree that a marketer today needs to understand the major tech trends that are impacting the way in which they need to and can communicate with their consumers, but I worry when we hear that marketers need to also be technology experts. Isn’t this asking them to be all things to all men? Is it really possible for someone with the right level of creative skills, to also be a tech expert? I certainly wouldn’t expect a technology guru to also be able to define a creative concept. There is a real danger that those with technology backgrounds, forget about the importance of creativity within any brand management role.

  2. Victoria, I basically agree: The best person to design something is a designer, the best developer is a developer, and so on. The idea here is that someone needs to be the glue between disciplines to ensure that the right solution is created (by the appropriate expert) so the end result engages consumers by using new technology and social media.

  3. Pingback: Quora

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